Streetwear entrepreneur Rashaan Boyd could have opened a brick and mortar store anywhere, but he chose a location near where he grew up in New Haven’s Dwight Street area.
“I wanted to do it right here in my neighborhood,” Boyd said.
Boyd originally launched his business, called “A Hustlers Vibe,” back in 2019. He sells streetwear garments featuring logos and messages for youth and adults.
Boyd has been selling his streetwear at pop-up events and online for the past four years, but decided it was time for a storefront.
On Wednesday, city officials and dozens of community members joined Boyd for a ribbon cutting celebration at his new store, at 162 Edgewood Ave.
“Good things come to those who hustle,” Boyd said, referencing his business’ name and message. “I plan to continue to be the voice of hustlers – those who work toward their dreams every single day.”
His store sells a variety of products, such as hats, sweatshirts, sweatpants, T-shirts and jackets. They feature logos such as a fistful of cash, and messages like “All Hustle, No Luck.”
Boyd is a city native who graduated from Hillhouse High School in 2014. Boyd said he is committed to giving back to his community. He hopes to create job opportunities for local youth, and inspire them to overcome challenges such as poverty.
Mayor Justin Elicker said Boyd has grown his business to sell products worldwide.
“This is awesome,” Elicker said. “To ‘hustle’ to you means working hard, and that you can count on your hard work, that you can be successful and great things will happen.”
Elicker said the city has lost too many young people to gun violence.
“You are creating something inspirational to young black men in our community,” Elicker told Boyd, who hugged his family members and supporters.
Boyd said he wants to show young people that they too can become successful in business.
“There are many products you can sell legally, and good things come to those who hustle,” Boyd said.
His business has transformed what had been a vacant storefront, and it is close to the former housing complex where Boyd grew up.
Contact Michelle Tuccitto Sullo at msullo@newhavenbiz.com.
